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promotion

promotion. Standard five: 5.1 role of promotion. Standard Five. Students will discover the importance and elements used in developing a promotion mix to market sports businesses. Promotion defined….

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promotion

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  1. promotion Standard five: 5.1 role of promotion

  2. Standard Five Students will discover the importance and elements used in developing a promotion mix to market sports businesses.

  3. Promotion defined… Any form of communication a business uses to inform, persuade, or remind consumers of its products or services.

  4. Role of Promotion • Inform • Persuade • Remind

  5. goals of promotion • Increase Sales • Increase Awareness • Be Competitive • Reach Target Market • Build Relationships • Create/Develop Image

  6. Types of promotion ADVERTISING PERSONAL SELLING SALES PROMOTION PUBLIC RELATIONS SPONSORSHIP

  7. ADVERTISING One way mass communication for a product, service or idea Paid for by an IDENTIFIED SPONSOR (advertiser)

  8. Public relations Building a good image in the community Focus on company’s employee base/community Maintains a mutually beneficial relationship between the sports organizations and its public Deal with GOOD and BAD aspects of business

  9. PERSONAL SELLING Interactive Interpersonal Communications (Face-to-Face) Designed to build relationships and generate sales Influence a consumers purchases and increase satisfaction Drawback::: most expensive of promotions

  10. SALES PROMOTION “SALE” type promotions designed to meet short-term goals Helps to create demand for a product or service

  11. SPONSORSHIP Corporate investment in a sports property for promotionusing Borrowed Equity of the Event to promote the business Athlete, League, Team, Event… • Typically sponsorship would fall under “Advertising” • Because of the focus of Sports Marketing, sponsorship is discussed as a separate type of promotion

  12. Promotion Mix The combination of promotional efforts for a business • Advertising • Personal Selling • Sales Promotions • Public Relations • Sponsorships Identify points of emphasis & Time commitments (AD Schedule)

  13. media TYPES • Media Type Selection Criteria: • Target Market, Cost, Demographics • Determined by the goals of each promotion • Determined by the goals of the business Media types: -Television -sponsorship -Print -signage -Radio -event naming -Outdoor -cause marketing -Transit -Other -Internet

  14. Advertising Schedule Promotions are typically Run in a group or “Campaign” Promotions typically have a common theme Promotions typically use several media types An advertising schedule organizes promotions & media types over a time period.

  15. Ad Schedule TIME Television Print Print EVENT Retailer Promotions Blimp Radio Internet

  16. Promotion Budgeting Promotions must be funded and paid for by a sponsor or an advertiser Promotional Budgeting types • Competitive Parity • “Follow the market leader” in types and methods of promotion • Arbitrary Allocation • “What I can Afford”budget based on current financial status • Percentage of Sales • Allocating a set percentage of sales to promotional efforts and campaigns • Objective & Task • Setting specific goals/objectives and budgeting to achieve those goals

  17. Promotion Budgeting • Fund the Primary Promotion • “main” promotion, campaign, efforts • Primary focus for the company • Fund the secondary/co-promotions • “extra” promotions • Typically run with retailers • Provide ways to spur sales • Provide ways to earn back costs • Expand exposure/reach of promotions

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